Universal Lessons That Will boost Brand Longevity
In 2014, sisters Taylor and Ali Frankel, along with their chemical engineer mother, Jenny, launched NUDESTIX from their home in Toronto, Canada. Their mission was obvious: make straightforward-to-use multitasking makeup products for every woman. They knew their spectators: the woman who preferred an extra 10 minutes of sleep over elaborate beauty routines.
Their flagship products, makeup sticks that provide a fresh-faced appearance, were designed without the require for brushes or complicated techniques. This streamlined way to applying makeup is a direct response to the beauty trends of the early 2010s, which often emphasized packed-coverage, period-consuming routines.
A decade later, NUDESTIX is no longer a enterprise challenging beauty industry norms and is now a global brand available in more than 35 countries. The corporation has secured partnerships with retailers like Sephora and Boots UK and collaborated with celebrities such as Sofia Richie, all while maintaining relevance in an increasingly competitive economy.
How does a brand like NUDESTIX achieve in a space dominated by social media fads and rapid product launches while remaining factual to its core mission? Ahead, Taylor shares the exact mix of social media and throng strategies that have unlocked NUDESTIX’s achievement.
Treating customers like the influencers
“We truly depend that our throng are our influencers,” says Taylor. “They are the ones that are buying our NUDESTIX products, that pursue the brand, that have invested in our narrative.” throng building looks like real, authentic conversations on social media posts, in the DMs, or at in-person events or pop-ups. For Taylor, factual throng means people interact and engage with one another on top of engaging with the brand.
The brand recently launched Nude adore Club, an affiliate program that goes beyond traditional percentage structures. It’s designed to foster a deeper connection with its throng.
Nude adore Club, accessible through the NUDESTIX website, offers:
- Affiliate commissions for content creators (regardless of supporter count)
- Access to exclusive throng events across global markets
- Quarterly mentorship programs with industry experts
- Educational panels on topics ranging from product advancement to content monetization
This way allows NUDESTIX to turn customers into brand advocates. While most consumers are used to seeing their favorite beauty influencer post about brands they’re using, Nude adore Club offers its throng an chance to listen from the tiny creators, founders, chemists, and makeup artists that work with the brand. Taylor suggests entrepreneurs seek out opportunities to engage with their spectators to inspire a pattern of organic content creation and word-of-mouth marketing.
Transforming viral moments into 360-degree campaigns
To capitalize on trending moments, especially on platforms like TikTok and Instagram, NUDESTIX holds weekly “pattern talks” at its Toronto headquarters, where throng members discuss viral content and celebrity mentions. The throng uses opportunities like these to anchor their multichannel marketing plans to.
“When Sofia Richie mentioned NUDESTIX last year, we all dropped everything we were doing,” Taylor reveals. “We had a PR schedule around it, we had a social schedule around it, we had a retail schedule around it. We made it a instant.”
This agile way allows NUDESTIX to quickly act on unexpected publicity, turning fleeting social media mentions into packed-fledged marketing campaigns that span multiple channels.
Choosing partnerships wisely
“We never leave into any collaboration unless it is already an authentic collaboration. The customer today is so intelligent that they will pick out a pay-to-play,” Taylor says.
Key collaboration criteria for Taylor includes the following three elements: partners have organically used and talked about the brand on social media before, the brand feels like a natural extension of existing relationships, and all parties are in it for the long haul.
This schedule has led to successful collaborations with influencers like the aforementioned Sophia Ritchie, Stephanie “Glamzilla” Valentine, and makeup artist Kevin Kodra, as well as partnerships with multinational retailers like Sephora. Taylor suggests going beyond evaluating the spectators a collaboration will provide you access to and holistically evaluating if the collaboration is a natural fit.
Ignoring the competition
Taylor warns against chasing competitors: “It can ruin your brand,” she says. To remain ahead, and even set trends, don’t get unfocused by the competition. Instead, focus on product recent concept and visual growth.
“We have always been at the forefront of this less-is-more philosophy with these really attractive, high-standard products,” Taylor says. NUDESTIX continually iterates on formulations and products that align with its core mission of straightforward, multitasking makeup. Don’t get caught up recreating the latest trends that seemingly arrive out of nowhere. It may seem an straightforward lift because it is brand adjacent, but chasing fads is a losing proposition. Instead, lean into other ways of elevating your marketing.
NUDESTIX changes up its imagery point of view on the social feeds, its website and its email marketing to keep the brand feeling fresh and inventive. discover ways to shoot photography and social media content that isn’t traditional to your industry to push yourself creatively.
Putting yourself out there for in-person opportunities
NUDESTIX would not have the level of achievement it has without the amazing in-person events and networking opportunities Taylor hosts and takes part in. When she can listen from the people at the forefront of beauty, she can better assess how NUDESTIX can develop and continue generating more buzz.
Attending trade shows like Cosmoprof, Beautycon, and Essence Fest has led to crucial retail partnerships and recent customer purchase, and given Taylor foresight into upcoming innovations.
At networking events hosted by publications like Women’s Wear Daily Taylor has been able to connect with investors or other brand founders who have been instrumental to the brand’s schedule.
From its beginnings in Toronto to its current global presence, the brand has not only survived but thrived in the highly competitive beauty economy. “Resiliency in business is so significant,” Taylor concludes. “If you can get through the extremely challenging times and you can discover solutions in extremely challenging times, I ponder you are more likely to make a sustainable business.”
The NUDESTIX trip demonstrates that maintaining relevance doesn’t cruel constantly reinventing yourself—it means thoughtfully adapting while staying factual to your core values and throng.
Check out the packed Shopify Masters episode to listen more strategies and creative exercises that have contributed to NUDESTIX continued achievement.
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